Company Website
www.milkground.cn
Company Introduction
Milkground, as the most-mentioned high-end cheese brand among Chinese consumers, is headquartered in Shanghai and has multiple factories in cities such as Tianjin and Jilin. For six consecutive years, the company has led the Chinese cheese market in terms of sales volume, market share, annual growth, and brand influence. Since shifting from the liquid milk sector to focus on cheese in 2015, Milkground has pioneered the "Cheese for All" era. The company launched the "Cheese Prosperity Plan" and introduced diverse consumption scenarios for cheese, with the goal of bringing cheese into every household. The spirit of craftsmanship and commitment to creating exceptional products have been key to the company's success.
Product concept, highlights and added value
Ingredients:
As a natural cheese product, it is made from carefully selected high-quality milk from our own farms, ensuring the product’s authentic milk flavor. The farm is located close to the factory, ensuring fresher milk and higher-quality cheese production.
Nutrition:
Our products have the nutritional attributes of being high in protein and calcium.
Health:
The premium milk sourced from our own farms makes our product both nutritious and healthy.
Our product is truly lactose-free, allowing consumers with lactose intolerance to enjoy the delights of cheese.
Packaging:
Each stick weighs 20g, produced on imported full-scale production lines, and shaped into convenient cheese sticks for easy consumption.
Product Images
Please briefly describe how your product communicates with consumers
In product research and design, as well as marketing strategies, we are committed to creating a natural cheese product that truly meets the health and taste needs of modern consumers. We know that today’s consumers are increasingly concerned about the ingredients and healthiness of their food, so we insist on using the simplest and purest formula. Our string cheese is made only from natural cheese and salt, perfectly aligning with the clean-label trend, making it the ideal choice for health-conscious, additive-free consumers.
To meet consumers' expectations for high-nutrition and high-quality products, we continuously optimize our product. After multiple rounds of R&D improvements, our string cheese offers high protein (21.5g/100g) and high calcium (598mg/100g), meeting the daily nutritional needs of consumers. Additionally, we have paid special attention to the needs of lactose-intolerant people and, through process improvements, ensured that our product contains no lactose (0g/100g), allowing more consumers to enjoy the deliciousness of cheese without worry.
In terms of taste, we preserved the savory flavor of cheese while adjusting it to better suit Chinese consumers' taste preferences. To further enhance the consumer experience, we adopted individually wrapped, stick-shaped packaging, making it easy to carry so that consumers can enjoy it anytime and anywhere. The packaging design emphasizes not only functionality but also the convenience for consumers, ensuring each piece of cheese stays fresh and is easy to consume, perfectly matching the fast-paced modern lifestyle.
Moreover, our string cheese has a unique stretchability, allowing consumers to not only enjoy the rich taste of cheese but also the interactive and fun experience, enhancing the product’s enjoyment and playfulness. Through a series of design improvements, we have made it so that consumers are not only enjoying the deliciousness but also experiencing an interactive journey with cheese.
Product Images
Ingredients List Photograph
Launch Date
2024-4
Target Consumer
Teenagers and adults, especially those looking for convenience, health, and nutrition in their food choices.
Weight/Volume per Pack
20g
Price per Item
6元/条
Storage requirements
冷藏（0-4℃）
Marketing Area
First- and second-tier cities across the country, as well as e-commerce platforms
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Market Performance
The product has adopted a dual-channel sales strategy of both online and offline, and has received a large number of positive reviews from consumers after its launch. It has also performed well in terms of repeat purchase rate and add-to-cart rate on e-commerce platforms.